Integrated marketing communication combines different media to improve the results of marketing campaigns. Using direct marketing to follow up an advertising campaign and linking the direct marketing ...
I thought this article was a bit short but the elements defined were very important in relation to understanding integration. If the elements Media, Consistent Messages, Design Consistency, Reinforcement and Sales Alignment are integrated correctly your brand and product will be advertised effectively. My personal views on these elements were unclear before I read the article but now I see the importance of knowing them. For example Consistent Message I completely agree that seeing the same message, placement or copy style around really sticks in a consumers memory. I already knew about how Media can be a power tool that can help a marketer get its company brand name out to their target consumers, what I didn't know was just how significant direct mail was. Like other media it gets your brand name out there but with direct mail it sits in a consumers home for much longer increasing the chances to grab someone's attention. Marketers, sales and advertisers should be aware and be able to implement these elements in order to get their brands message across to their target market.
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